A Game Changer – the Fujifilm GFX

Fujifilm GFX with Vertical grip


Fujifilm announced at Photokina that they intend to launch a mirrorless medium format camera, aimed at professional studio, fashion and fine art photographers.

The Fujifilm GFX is certainly something to look forward to when it hits the shops next year, boasting 51.4 megapixels, the mirrorless body and beautiful design have been careful thought through to give the best of the now trademark lightweight body, with exceptional quality images and a new range of lenses.

However it was not the size or shape , number of pixels or any of the technical information released that excited me.

It was the one line in the press release that accompanied the launch yesterday afternoon – “a camera is a tool for producing artwork,”

This is the Fujifilm philosophy and one that I fully believe in.

Fuji has a long history of producing the finest papers and films, but also its pedigree in medium format cameras and lens is second to none.

If you look back at the medium format cameras Fuji have produced in the past they are all simple, un-cluttered, they are designed to aid the photographer get the very best image they can without getting in the way of that creative process.

The GFX is designed with the same core value, it doesn’t scream look at me, it’s not huge or flashy, it is simple and understated  – it’s a tool for a job.



There is a demand for high quality images commercially and in the art world, Fujifilm have listened to the photographers advising them, they have taken on board exactly what the working professional and fine art photographers need in a camera and they have delivered it in a simple yet beautiful body.

In my opinion there is too much stuff on most cameras, modes, functions, custom functions, more is made of the technical specifications than image quality sometimes.

Since I switched to Fujifilm cameras and began working closely with them the thing they care about most is the images produced on their equipment, it is all about the image. Yes they make cameras and want to sell lots of them but the overriding philosophy is that it’s the image that matters most – and to me that is what really sold me on Fuji cameras and lenses.

We know that the new sensor will be of the most incredible quality, Fujifilm know a thing or two about getting the best out of their electronics and image processing. The 51.4 megapixel sensor will be capable of delivering the finest details and unbelievable texture to the images created with the GFX.


The electronic viewfinder will be removable and have an optional mount to allow the positioning of it in the optimal place for the shoot you are doing. I just love that Fuji have understood how photographers work!


No matter how good a camera is, or the sensor within it, the glass in front of it makes the biggest difference. Fujifilm have made the most incredible optics for years, their large format lenses are some of the very best ever produced, the dazzling array of X-series lenses delivering sharpness, colour and contrast rendition of the very highest standards will naturally be expected and furthermore delivered by the six new G mount lenses.

The line-up includes;

1. Standard prime “GF63mmF2.8 R WR” (equivalent to 50mm in the 35mm format)

2. Wide-angle standard zoom “GF32-64mmF4 R LM WR” (equivalent to 25-51mm in

the 35mm format)

3. Mid-telephoto macro 1:0.5 “GF120mmF4 Macro R LM OIS WR” (equivalent to

95mm in the 35mm format)

4. Fast aperture mid-telephoto “GF110mmF2 R LM WR” (equivalent to 87mm in the

35mm format)

5. Ultra wide “GF23mmF4 R LM WR” (equivalent to 18mm in the 35mm format)

6. Wide “GF45mmF2.8 R WR” (equivalent to 35mm in the 35mm format)

The 120mm macro is high on my list of desirables as is the 23mm, I do hope they will look at the feasibility of tilt-shift lens for the the GFX, I think this is a system where that type of lens will warrant the R&D.

I am more excited about the release of the GFX than any other camera. For me, being able to get back into using a medium format camera, that is lightweight and designed simply to help me create my images without getting in the way, will be a joy that underlines the reason I am a photographer.